Speak Their Language: How Hotels Can Captivate Gen Z on TikTok?

While many travel and hospitality brands still rely on traditional marketing strategies, a new generation - Gen Z and younger travelers - is turning to a completely different platform to discover destinations, book stays and make travel decisions: TikTok. With over 1 billion video views per month and hundreds of millions of active Gen Z users, TikTok has emerged as a key driver in travel marketing. This guide from Hotel Link will help hoteliers understand Gen Z’s mindset, the content formats that resonate on TikTok and how to effectively "speak their language."

Gen Z Sees TikTok as the No.1 Travel Guide

According to a Morning Consult report, TikTok has surpassed Google and Instagram as the top travel discovery tool for Gen Z. This isn’t just a passing fad - it reflects a fundamental shift in how young people search and book travel.

For Gen Z, short visually captivating videos, trending audio, and authentic content are the decisive factors in choosing a destination or hotel. They want places that look great on camera and offer experiences they can genuinely showcase - without feeling contrived.

What makes TikTok their go-to travel source?

• Instant gratification: Short videos allow quick scanning of multiple destinations

• Authenticity: User-generated content (UGC) is seen as more trustworthy than polished ads

• High engagement: Comments, shares, duets foster a travel-sharing community

• Smart recommendations: Personalized content driven by TikTok’s algorithm

TikTok’s Format: The Language of Creativity

TikTok isn’t like YouTube - where videos are long - or Instagram, which favors curated imagery. It's built for short (15–60 seconds) but boundlessly creative content. Trends, music, filters and hashtags all play vital roles. The shorter, more dynamic and emotionally evocative the video, the better it performs.

Core elements of TikTok’s creative language:

• Vertical video orientation: Perfect for mobile

• Rapid editing: Quick cuts keep the viewer hooked

• Trending audio: Key to discovery

• Text overlay: Delivers instant information

• Surprising transitions: Boost shareability

What Content Captivates Gen Z?

Behind‑the‑scenes glimpses

Show a day in the life of staff - front desk, chefs, housekeeping. Personal and honest, these videos appeal to Gen Z’s love of “realness.”

Examples:

• “5 AM at the hotel: housekeeping team in action”

• “Chef’s secret: crafting our signature breakfast bowl”

• “Front desk stories: the quirkiest guest requests”

Special room tours

Highlight unique decor - ocean‑view balconies, sunset tubs or studio suites with hillside vistas. Showcase fun features with engaging edits.

Mini‑vlogs of experiences

“24 hours at our resort,” “Three standout moments here,” or “The most Instagram‑mable corners.” These give viewers a felt experience in seconds.

Funny and genuine moments

Goofy expressions, bloopers, or candid fails connect better than polished promos. Gen Z loves authenticity over perfection.

Staff on camera

Let real team members share tips, stories, or guest feedback - authentic voices build real trust.

Content Strategy: How to “Speak Gen Z” on TikTok

Understand what matters to Gen Z

• They value sustainability and social responsibility

• Prefer experiences over possessions

• Crave authenticity, not manufactured perfection

• Want to connect with like-minded communities

• Expect immediate satisfaction - quick, seamless interactions

Storytelling structure

When creating TikTok videos for Gen Z, make sure to structure your videos effectively:

• Hook in the first 3 seconds: Start with an engaging question or a curious detail to keep viewers engaged. For example: "Do you know our hotel's secret?"
• Core value proposition: Immediately after the hook, clearly convey the unique value your hotel offers. For example: "Experience a luxury green resort in the heart of the city."
• Social proof: Use elements like testimonials, positive guest reviews, or user-generated content (UGC) to increase credibility. For example: "See what our guests have to say about their stay here!"
• Clear but subtle call to action (CTA): Gently guide viewers to the next step without feeling forced. For example: "Book now to get a discount!" or "Discover more at link bio!"

Encourage UGC

To encourage your guests to create valuable content (UGC), try the following:

• Create a branded hashtag: Encourage guests to use your hotel's exclusive hashtag (e.g. #YourHotelName #ExperienceAtYourHotelName) when posting. This makes their content easier to find and reshare.
• Run challenges/contests: Get creative by running small social media challenges or contests, asking guests to post photos or videos of their hotel experiences. Offer attractive prizes.
• Repost and credit guests: Regularly reshare beautiful or meaningful guest posts on your hotel's social media channels. Always remember to tag and credit them to show appreciation.
• Design Instagram-able photo spots: Create beautiful, unique and memorable areas within your hotel that encourage guests to take photos and share them on social media. This could be an art wall, a special decor corner or a swimming pool with a "breathtaking" view.

TikTok Tips for Hotels

To make your hotel's TikTok strategy more effective, focus on the following tips:

1. Optimize TikTok tools and features

• TikTok Business: Use a business account to access professional advertising tools, analyze detailed guest data and better understand user behavior.
• TikTok Creator Fund: If your content is quality and engaging, you can join this fund to make money, turning TikTok into a revenue-generating channel.
• TikTok Shopping: Integrate booking links directly into TikTok videos so travelers can easily book services right after watching your content.

2. Build an effective content strategy

• Post videos regularly: Maintain a posting frequency of 3-5 videos per week to retain viewers and increase visibility.
• Golden time to post: Post videos during peak hours, especially evenings (7-10pm) and weekends, when users are most active.
• Reuse cross-platform content: Transform existing content on TikTok to post on other platforms such as Instagram Reels or YouTube Shorts, maximizing the effectiveness of each video.

3. Smart Hashtag Strategy

• Incorporate a variety of hashtags: Use both trending hashtags and niche hashtags related to your tourism or service industry.
• Use popular hashtags: Don't ignore frequently searched hashtags such as #travelTikTok, #hiddenplace, #hotellife.
• Own brand hashtags: Create and encourage guests to use your hotel's own hashtag (eg: #YourHotelName).
• Location hashtags: Add location-specific hashtags such as #Japan, #Bali, #Hawaii to attract potential guests in those areas.

4. Influencer Collaboration

• Choose the right KOL/KOC: Collaborate with Gen Z travel reviewers or micro influencers with the right number of followers and relevant to the hotel industry.
• Emphasize authenticity: Make sure the influencer has a style that matches your brand values ​​and image to create trust.
• Build long-term relationships: Instead of just collaborating once, look to build sustainable partnerships with influencers for long-term effectiveness.

5. Technical Optimization

• TikTok Pixel: Integrate this tool into your hotel website to track user behavior, measure conversion efficiency from TikTok to your website.
• Optimize Link in Bio: Make sure your bio link leads directly to the booking tool or promotion page, making it easy for travelers to book services.
• Prioritize mobile: Make sure your hotel website is mobile-friendly to provide the best experience for users accessing from TikTok.

6. Effective content trends

• Hidden gems content: Boutique hotels can show off beautiful, unique, little-known corners to attract curiosity.
• Staff spotlight: Videos about staff and their stories often receive high engagement, making the hotel more approachable and human.
• Integrate local culture: Incorporate local cultural elements into your hotel content to create a difference and appeal.

7. Common mistakes to avoid

• Over-produced content: Don't make videos too perfect and lose the natural, authentic feel of TikTok.
• Selling too hard: Avoid direct and over-selling, instead focus on creating value and sharing experiences.
• Ignoring trends: Stay up to date and apply new trends on TikTok so your content doesn't become outdated.
• Inconsistent posting: Irregular posting will reduce your engagement and reach.

Future Trends: Where Will TikTok Marketing Go?

• TikTok Shopping / Live Commerce: Enable in‑app booking during live streams or video views

• AR/VR previews: Imagine guests virtually touring your space before booking

• AI-driven personalization: TikTok will increasingly tailor hotel videos to individual preferences

• Micro‑moments: Focus on bite‑sized content that captures attention fast

• Social commerce: TikTok becomes not just promo, but direct sales

• Community-driven decisions: Trust is built by community feedback - from friends, creators and guests

Read more: Using AI in the Hospitality Industry: A Pipe Dream or an Inevitable Trend?

Conclusion

Gen Z and young travelers are changing the travel consumption landscape at an unprecedented pace. Being present on TikTok, creating authentic and creative content is no longer optional, but has become a mandatory competitive factor in the hospitality industry.

Success on TikTok is not simply about creating viral videos, but about building a sustainable content marketing ecosystem, deeply understanding the psychology of Gen Z guests and constantly adapting to changes in the platform. Hotels that grasp this "language" will have a superior competitive advantage in the digital age.

Hotel Link provides comprehensive digital solutions to help hotels better understand guest, personalize experiences and stand out on all marketing channels. From mobile-optimized Booking Engine, integrated Hotel Link Pay to ensure secure booking payments to Websites integrating TikTok Pixel - we accompany hotels on their digital transformation journey.

Contact the Hotel Link team today for detailed advice on solutions and strategies suitable for your hotel!

Read more: Gen Z Loves TikTok: How to Market Your Hotel & Boost Direct Bookings